Beyond its original programming, Hallmark is giving advertisers the chance to connect with fans with the second installment of the Christmas Cruise, which starts in Miami and goes to Cozumel, Mexico, from Nov. 6 to Nov. 10.
Meanwhile, the Hallmark Christmas Experience will return to the Crown Center in Kansas City, Missouri, where the corporate headquarters is also located. The event will take place over four consecutive weekends from Nov. 28 to Dec. 21, which will give brands many opportunities for consumer engagement in a holiday setting.
According to Georger, people from other countries and states have come to the Hallmark Christmas Experience, which drew in more than 100,000 loyal fans for all four weekends. Meanwhile, he said last year’s Christmas Cruise was so successful that it sold out within a few minutes, while around 70,000 people signed up for the waiting list.
“It gives our fans an opportunity to connect with something that is very meaningful,” Georger said. “We’re talking with advertisers not only about how your brands advertise with us, but also how you come on board and be part of what we’re calling One Hallmark. And there’s a lot of opportunity there.”
Georger explained One Hallmark is how the company views all its offerings together—from greeting cards to ornaments to television production—operating under one unified brand.
“We are fortunate to represent a family-owned brand that has been around for 115 years, and everything we do is through the lens of Hallmark and the purpose of the brand,” Georger said.
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